By Stacy Bates, MS, RDN, SPAN Health Strategies
GLP-1 medications are no longer a niche. Gallup reported in July 2026 that 11% of U.S. adults are currently taking a GLP-1 for weight loss, up from 3% in 2024 (Becker's). For grocers and food brands, that's a shift in how a large share of shoppers eat.
I was a certified diabetes educator in an endocrinology clinic when the first GLP-1 medications came to market. Later, at H-E-B, I built training for merchants and leaders on what these medications mean for retail. Here's what I tell clients today.
What the data shows
A Cornell University and Numerator study tracked households after a member started a GLP-1 (Food Business News):
Grocery spending fell about 5.5% within six months.
Higher-income households cut spending by 8.6%.
Chips, sweet bakery items and cookies saw some of the steepest declines.
Among people taking a GLP-1 for weight loss, spending rose on yogurt and fresh produce.
Shoppers are buying less overall, and the basket shifts away from indulgent snacks.
What GLP-1 users need from the store
People on these medications eat smaller portions and often feel full quickly. That makes every bite count. From a nutrition standpoint, they need:
Protein to help preserve muscle during weight loss
Fiber and fluids to manage common digestive side effects
Nutrient-dense foods in smaller portions
Guidance, since many start the medication with little nutrition support
What this means for grocery retailers
Retailers that respond well treat GLP-1 shoppers as a care opportunity, not a lost sale. Practical steps include:
Make protein-forward, smaller-portion options easy to find in store and online.
Connect pharmacy and nutrition, so dietitian support starts when the prescription does.
Use loyalty data to understand changing baskets, while protecting shopper privacy.
Train merchants and category managers on what these shoppers need and where sales may be leaking to competitors.
What this means for food brands
Portfolios built on calorie-dense nutrient poor snacks face real pressure. Brands that win will:
Reformulate or resize products around protein, fiber and portion control
Make claims that are accurate and compliant, not GLP-1 hype
Partner with registered dietitians for credible education and nutrition communication of their products benefits to the consumer
Where to get help
SPAN Health Strategies helps retailers and brands build GLP-1 strategies grounded in clinical nutrition and retail experience. Contact us to talk through what these shifts mean for your business at stacy@spanhealthstrategies.com